Ever wondered why your product’s organic rank increases on Amazon after you advertise for a while? Curious what shoppers are looking for when they get on Amazon and how to drive up conversions? This AMA is for you.

Brett Bohannon, Founder of the best-in-class Amazon education platform Amazon With Brett, and Michael Maher, owner of the custom done-for-you Amazon service agency Cartology, are teaming up on the second Thursday of each month to answer all your burning questions about selling on Amazon. They’ve got details and they’re ready to spill their guts.

If you’re looking for fluff, you’ve joined the wrong event. If you have questions you need to get answered in order to drive results in your business, welcome. You’ve got 30 minutes.

Go!

Michael Maher  00:50

All right! Welcome, everybody. I like that music. Not gonna tell you what the name of the song is. But I think it's a very cool name. Welcome to the premiere event of From East to West: An Amazon AMA, or Ask Me Anything, for those of you who don't know what AMA stands for. We're here to answer questions. I'm Michael Maher. I own and run an agency, an agency called Cartology, and we help brands win on Amazon. And I am joined, co-joined, co-managing this experience with a good friend of mine and another Amazon service provider, Brett Bohannon. He's got lots of, I mean, I wish I had like a clap button. But he's got lots of experience in Amazon space as well and has a course in a cohort called Amazon with Brett. It's an educational platform, I should say. And they help get people up and running on Amazon, both from strategy and execution standpoint very quickly, which is so needed right now because there's a ton of people in the space, a ton of opportunities in the space, and we need people that are knowledgeable, and it's only getting more difficult. Welcome.

Brett Bohannon  02:12

Yes. Thanks, Michael.

Michael Maher  02:15

Hey, where did you just come from?

Brett Bohannon  02:17

I just came from snowboarding. 

Michael Maher  02:20

Oh, wow.

Brett Bohannon  02:21

Literally just got off the mountain, did a couple laps. And here I am. 

Michael Maher  02:25

In Ven? 

Brett Bohannon  02:26

Yep. 

Michael Maher  02:27

Cool. I actually have been because of being there earlier this year. I have it in my weather app and saw it was snowing. I was like, Okay, well, it's been raining here a week. I'm just like, well, at least it's not. At least it's not snowing.

Brett Bohannon  02:42

Yeah, no, it's pretty. It's kind of beautiful. I mean, I'm just looking out the window. And it's literally just big old snowflakes.

Michael Maher  02:48

Cool. So let's jump into it. And I think we've got some questions. But I think what would be good for this first one, as well, as we build the audience and the brand that's here, we can talk about some of the common questions that we do get. And what I will. Well, this broadcast is live on Cartolgoy, my agency's YouTube, the link is below. Or the username now is below this screen at the bottom as well as Brett and my own Twitter handle, which I would say I'm still relatively new to Twitter, but I'm excited about what I'm starting to see. And we will also make it Brett will make it available as well. And we'll post some continent on social media. And I can also get a transcription of this and post a blog post based on it as well. So we'll try and make it as accessible as possible to people because I know sometimes people don't want to watch videos, maybe they just want to read stuff. That's okay. You can read it wherever you want. You can read on the couch, and you can read on the toilet, I'm not going to judge you. You read it wherever you want to read it.

Brett Bohannon  03:53

This is a non-judgmental zone. 

Michael Maher  03:55

Okay, yeah, absolutely. So first question from a great friend of ours. Well, I mean, he's a new great friend, but he's an awesome guy. His name is Joshua Justice or Josh Justice. And he is very experienced in the Amazon space, has worked with some larger brands. And he has asked, I think very, very nicely seated as a question of what are the most common quick fixes you make when jumping into an account? When we say jumping into an account, I'm guessing, like, if you're now taking over this account, if someone said, Hey, here's this brand, run with it. What are some of the things that you can do, that you can fix quickly inside of a counter? What are some of the things that I think ultimately are quick fixes that will help you to get the biggest impact or get the best results?

Brett Bohannon  04:52

That's a loaded question. There, I feel like there are so many.

Michael Maher  04:58

Let's just start naming him.

Brett Bohannon  04:59

Yeah, just want to just riff it off. I mean, I'm huge on foundation. So like, I always like to kind of just look at the listings and see what, what potentially is missing or what can be improved in that regards. And I'm not talking about like, rehaul the content right away. None of that. But, you know, downloading the category listing report and just sifting through and seeing what maybe, is missing attributes, you know, specific features, things like that. I think that's important. Like, you know, the, I got, I heard it once, and it was called essential content, someone called it that awhile back, but I like that, for your liaisons, you know, titles, bullet points. Content, I gotcha, yeah. There's description/A+ content, search terms, you know, back in attributes, things like that, I always like to start there, because you and I have had this conversation multiple times that, you know, if you don't have a good foundation that you're building upon, it's not going to work out well. So that's where I would start, I think that's where the quick fixes are. And then you can build on that, obviously. But let's hear what you think.

Michael Maher  06:12

I think lots of things but if pertaining to this, specifically, I think one of the quickest ways to start seeing results, it's going to be based around traffic, even if I don't do anything, if accounts already running, even if I don't do anything in on the product detail page, which that depth, some changes that are going to need to be made. I view a decent amount of products on Amazon, and some of the content is terrible. Some of it's good, I have seen some great stuff as well. So I know, I'm not the only person out there that I believe is putting out good content. I know there are other good service providers and people that are putting out great stuff. And even some brands, I think that is very with it, I think a great example of an Amazon native brand that does a really good job is Anchor. They started on Amazon, they've continued to grow. I don't know what they're doing revenue-wise, my guess would be, I think maybe 100 million more. I'm honestly not really sure. But they've done a great job of scaling. And they do a great job on the Amazon side. And I think part of that is because of the DNA being native. So that's always going to come,I think I'm going to always go and look at advertising though. And I'm going to look for like campaign structure and targets. And most of the time when I go into campaign setup, it's atrocious. It looks like a battlefield, just weird campaign names. And then when I go and look at targeting, especially if someone else that's not the brand has been running it. If it's an agency, I typically see a lot of, I just got a random text and so on that said, how are you? That I don't know. I'll respond to them later. But the targeting, there's almost always some kind of branded target inside of every single campaign. Now do I think, and why is I guess we should say like, why is that an issue, it's an issue because you're not segmenting your traffic. And so you don't really know what a grouping of keywords or targets, how well you're performing on those. And I think it's important to segment stuff. So that if you are performing well on something, you can push more budget, and if not, you can pull back, you can assess, you can make adjustments, and then either shut it down or, you know, get it back going some more traffic to it. But it also can be a little shady in that it makes your performance overall and each campaign potentially look better, you're always going to convert better on your own brand, unless your brand name is like toilet seat. And then it's probably the other people might just be looking for random toilet seats. So if your name is recognizable, and people are searching, and especially if you're a bigger brand, you're growing, maybe a couple million, you've got a direct-to-consumer presence on social media, people are going to be searching for your brand. So they're more likely to purchase that. And that could be like, you can see a three-to-one return, you can see a ten-to-one return on your own brand and stuff. But when you start getting the regular category and want to get market share, you have to really go after this other target. So I'd say just better segmentation instead of advertising, separating out branded and non-branded, and then from the non-branded perspective, you know, categorizing by category and by competitors and by general search terms and even if you want to run some ranking campaigns doing that way and by ranking, I mean you know wanting to get high in organic search results because I think ultimately that's what it's about on Amazon. It's getting visible at the top of search results not because that's just the best place like I want there to be a reason like I was thinking, it was that kid in school that was like Why, but why do you want to do it? Mom? Why do I have to do this? My mom wasn't in school, but I'm just saying that was another adult that was talking to you. And why, like, why are you doing something and it's important to get on the first page and high on the first page, because that's where people are purchasing. They're not going past the first page. And when you look at analytics inside Amazon, you see that top listings typically get the lion's share of clicks and conversions.

Brett Bohannon  10:27

Yeah, I agree with that, whole advertising thing. I think, I'm right there with you. I think there's probably 90%, maybe 95% of all accounts I've ever gotten into that maybe, you know, I started with or audited or something that I'm just like, I don't I don't really understand this. I think, sometimes, in general, over complication comes into factor. And I think there's so many weird things because I think there's software and people that are using software, so the naming convention is used more towards the software that they're using, or, you know, and some kind of like, AI wizardry kind of deal where it's like, you know, this campaign with all these weird letters and numbers are connected with this other campaign. I just think, I really think in advertising over people just overcomplicate it's so simple. Just got to really break it down, like you said, and just organization structure, like number one.

Michael Maher  11:32

People want to overcomplicate it, and I think they want to overcomplicate it, because they want you to think that they're the smartest and the best at it. And I think that strat, like in general strategy, and Amazon, it's very simple. Good real estate, send traffic to the real estate, they and this is just overall strategy, and then review, and optimize.

Brett Bohannon  11:56

And there's always this crazy, crazy stuff that happens.

Michael Maher  11:59

So that is what I see as execution. And that's the part that really is complex and where experience comes into play. But you can't, advertising doesn't have to be overly complicated. It can be more straightforward. And there are a lot of options now. So as your budget grows, and I think we should get on to Leon, potentially this question about minimum ad spend on products on a new launch. But you, there are a lot of different options. As your budget grows, you can start to expand targeting and reach more audiences. So Leon's question is what is the minimum amount? Well, he's texting me, he said, Hey, guys, what is the minimum amount of money that you will allocate to advertising for new launch across all campaign types for parent ASIN? I know what my answer is to this, and it's not going to be maybe what you would be hoping for? Do you want to take a stab?

Brett Bohannon  12:54

That's a very broad question as well. I think that it really depends. I'm not going to give you a number. It's so tough, like you can get really calculated. Some guys that increment that digital had a really good blog post about the calculation of what you should do based on economics and stuff like that around your products. So you can get really tactical and say, hey, I want to hit this and have these certain periods of growth and all this kind of stuff. To me, it's just like, just start, and like, puts some put some dollars behind it. And like, you know, I don't know, just set a little budget, see how it goes. And if you need to increase it, increase it, if you want to go wide, go wide, if you want to go deep, go deep. And what I mean by that is why just more keywords, or just want to go deep on certain amount of keywords. It's never like this X amount, or this X amount, or this X amount, it really depends on what your roadmap looks like and what you want to happen down the road. And everyone's in a different position. Some people might be like, I want profitability right off the bat, 

Michael Maher  14:15

That's the thing.

Brett Bohannon  14:17

I need just grow fast off the bat. And that's all going to be totally different scenarios.

Michael Maher  14:22

If someone gives you, I will say this, what you shouldn't do is listen to someone that says $10,000. That's it, if someone gives you a precise number, because it does depend. So if someone gives you a precise number that's based off of no information on your account, and it's all specific to just their preference, then they don't know what they're talking about. And they're or they're basing it off of their own personal experience only and they're not thinking about your brand your product, your price point. I would say it depends, and it depends upon a couple of things. So Leon is clarifying and says, It's not a new brand or new account. But if there's a limited budget, is there a set number where it's not enough? And I would say, again, it depends, but it depends on I think, two main things. One is your category. So are you in a really competitive category, the more like a general rule of thumb is, the more competitive or category, the more you're going to need initially. And with expecting a less return, because either your CPCs are higher, and there's more competition on the keywords, so, and those people are potentially winning those placements. And they're selling because if your product doesn't sell an advertising, eventually Amazon is going to not want to show your products because what makes them money, the ad business might have been $31 billion last year, but their US marketplace business was 310 billion. So that makes sense. So Leon has now said apparel, and I would say you really have to like you have to like something specific and apparel. What is that? And what are your actual limitations. And from there, you can set up a calculation, I imagine this is what increment them did, incremented digital, but you can look and say, What's average cost per click, if you're inside of the ad console, you can go look at the keywords, you can see what Amazon's suggested CPC is that doesn't mean it's gonna be accurate. But you can still look at it. Take that and say, you know, maybe what we already if you have some numbers on like, what average conversion rate is? What's your target, in terms of sales? What do you have inventory wise, determine that, and then work backwards into it and say, Okay, if we have this conversion rate, we're gonna need this many clicks, and clicks or cost this much. And so that's what your budget is. So I'll just say work backwards into if you know, you've got limited resources, which most people do, it's very rare that big you even some bigger brands, but it's very rare that brands just our like, Hey, I'm gonna spend 20 million this year, especially if they're not already big on Amazon, like there are people that are spending that I'm just saying it's not, I don't think it's the norm, it's an option.

Brett Bohannon  17:01

I have an analogy for this. And if you're limited budget, and you're in a category, like apparel, you know, what I like to it's a brand new kind of launch, what I like to do is look at, look at your target keywords, or search terms, if there's a difference, but look at that and say, what are the top ones, probably not going to be able to win the bid, or it's going to be really expensive. So maybe look at those middle-tier ones, I always use the analogy of like, old, old like Renaissance like taking over like castles, it's like you want to dominate like the little castles first, and then kind of build up to that builder, that bigger castle. So that's anything on a limited budget that you're launching, I really like to go after that middle-tier to lower-to-tier keywords. And so for instance, it could be like this, this isn't a plug, but there's water bottle, it's like, you just go after water bottle, it's gonna be a way harder,

Michael Maher  18:07

Super generic.

Brett Bohannon  18:07

Way harder hill to climb. But if you go after your black water bottle that fits in cup holder, like that one's going to be a little bit easier to kind of go after. 

Michael Maher  18:16

Now I will preface that with the amount of search volume that comes with that more specific keyword, it's gonna be less and so you need to look at having expanded targeting, because if you don't, your expectations in terms of what you can get sales wise *inaudible*

Brett Bohannon  18:30

That's kind of going that wide route rather than deep, you know, it's just gonna go after, like, let's say 2000 search volumes per month, but go after, like a bunch of those rather than go after like the top five ones that have like, you know, 50k per month.

Michael Maher  18:47

I was gonna say, if you're using something like Helium 10, or any kind of keyword research software, look for something that's I would say definitely under 50,000 a month, but look for stuff that maybe is even under 20, under 10 stuff that you likely see not necessarily but you'll likely see a correlation between lower CPCs across the board. And so that's, I think is going to be helpful. I hope that was helpful. Leon again, I would say just find like work backwards into it. What do you what's your target sales wise, I would expect a lower return on ad rate or a lower conversion rate inside of ads. But, so maybe even underestimate, but again, you're gonna have to take in the quality of the listing. So like, do you have any reviews on it? If there are no reviews on it, expect a lower return unless you're running some kind of promotion on an item which will help your conversion rate.

Brett Bohannon  19:34

Yeah, I mean, like, you know, like put if you want to put $1 amount like look at benchmarks for like your category or like you know, pack few all these other advertising things, have these reports that showed their benchmarks, you know, and look at the benchmarks and just work backwards from that, as Michael said, and go hey, like, Okay, if, if these you know, regular benchmark CPC is this or when you go into that console, you can see the CPCs, the estimated I always think they're a little elevated when you first are in there. But go back and look at what Amazon saying and kind of work backwards, click-through rate, convert your conversion rate, and then you'll be able to be like, Okay, well, if I spent $100, then and this is happening, and this is happening, your click-through rate and conversion rate, I'm gonna make this about, you know, you can work backwards, I always say, start, start small, see where you're at, and then incrementally just up that budget to where it feels good and comfortable for you and you want to spend, and then kind of look at the return on it. 

Michael Maher  20:32

I mean, you're like, what you have. What you have, the spend is always going to dictate it in the end. So you might say, Hey, I only have so much well, okay, that's gonna dictate what you what you have. So keep that in consideration and look at what can I get and what am I hoping to get from this? And then use some of the available data that you have to work backwards and set number. So,

Brett Bohannon  21:03

Oh, and Leon, make sure you comment today on my post about men's toiletry bag.

Michael Maher  21:08

On LinkedIn or on Twitter? 

Brett Bohannon  21:10

LinkedIn. Funny experiment, and Leon said, men's toiletry bag, and I was like, Oh, so you would call it true bag.

Michael Maher  21:21

I call it a Dopp kit. And I have a client who sells a Dopp kit. So that's why I call it that. But what did you call it? Brett?

Brett Bohannon  21:28

I call it a spit kit? Because my grandpa used to call it a spit kit. I called it a DD bag. Probably because *inaudible*

Michael Maher  21:36

That sounds a little weird. 

Brett Bohannon  21:38

Yeah. But the reason why I did this was actually, I was sitting and my wife was like, asking me something. And I was like, oh, it's in my spit kit. She goes, what? I go to my spit kit, she goes, What are you talking about? I'm like, this thing. And she goes, that's a toiletry bag. I'm like, why? So got me thinking, it's like, how many people use different terminology for different things. And that you can use within Amazon, you know,

Michael Maher  22:04

Have you guys been together by the way?

Brett Bohannon  22:07

We've been married nine years, and together for like, 10 and a half

Michael Maher  22:11

So it took you 10 and a half years to figure out what you got. Which is always amazing to me, because I'm with someone, and I'm gonna know them. And you know, like, there's still depth to relationships. At that point. My wife and I have been together for 18 years. And have I am above 18. I will say that, and we've been married for 14. So it's one of the question askers been together for 14 and there's still stuff that's like new. Thank you, Leon. I want to get on to Keith's question. Keith Allen. Ladies and gentlemen, let's give it up for Keith. What software service do you recommend? I enjoy it. This is fun. I let's, let's do this every month, maybe? What did we say? Second? Thursday of each month? Yeah. second Thursday of each month? 2pm. Eastern Standard. 11am, Pacific Standard Time. Live on Twitter and YouTube and maybe elsewhere? We'll get a nationally syndicated. What software serviced do you recommend to see competitors ad spend by category? Or ASIN? 

Brett Bohannon  23:20

I don't think there is one but I could be totally wrong.

Michael Maher  23:26

I when I look at tools, I don't know. Again, I'm totally okay with being wrong in this but I don't really know of anyone have any software that's able to accurately they might propose something but no one that's able to accurately calculate ad spend.

Brett Bohannon  23:47

The only things I can think of is like is like those. You might see my daughter's cat in the background. The only thing you can think of is like some of those gnarly ones like slackline or some of those other ones.

Michael Maher  24:01

That's what Keith uses. He says he uses stack lines. It's price prohibited.

Brett Bohannon  24:07

Maybe, maybe not. I just don't I don't know if that's data that's, that's necessarily like readily available. I don't live in I mean, I do a lot of advertising, but I don't live in the advertising space. So I mean, that would be I mean, maybe Destaney Wishon knows that answer, someone else? You know, Daniel Tejada, I don't know. There's stuff I want to learn too.

Michael Maher  24:33

Yeah, I'm I will say this when I'm running a company. I'm not even on all the day-to-day stuff. So I'm not looking at maybe necessarily the most current tool that is running something. I would just take it with a grain of salt, because Amazon doesn't give up that data, Cool. Well, he said he can he can show you I would just take it with a grain of salt because Amazon doesn't give people that data. I think what you could do, there's a way to, like when it comes to reporting and projections, something my agency does is we'll look at, like, where's your rank, organically on the product detail page? And then look at what are we doing in revenue? And pair that with what you think they might be doing? So, again, estimating, and then looking at comparing that to maybe what you're spending on ads, and if that's something that they could potentially be spending on ads, and I would guess that whoever is ranked higher organically is more likely spending more money on ads because of attribution.

Brett Bohannon  25:39

Yeah, and I would think it's probably like, a lot of it would be share shelf, like, sponsored, you know, sponsored like products or brands share shelf, and then you could kind of work backwards, I don't know, it's making my head hurt.

Michael Maher  25:57

Again, take it with a grain of salt. Yeah. Because Amazon's not giving them that data, they're scraping something. Which just like any keyword software, now that we've got, there are now tools inside of Amazon, like this search query performance report, I've actually got it pulled up on the screen here. And you can start to see search, query volume, things like that, that I think is huge. And so I would look at that. And I would look at to determine more accurately what your actual keyword volume is going to be as opposed to going looking at a software like they're going to be able to give you an estimate. And that's all that I use this for is like, Hey, do I think there's any kind of significant volume here, and then I'm going to go after that. We have two more questions. One is from Julie, what is the best row as her ACOS? I think Julie, is aka Michael. And that's a question that I do actually get a lot or I hear a lot from brands? And the answer again, is it depends if anyone says the best ROAS is five to one or the best ACOS is ten to one, they have no idea what your average selling price is, what your margins are, what your Amazon fees are, how much are you paying an agency or service prior to the person, your COGS, if they don't know anything like that. And they're just saying hands down, this is it, they are basing it off of an experience. And that is dangerous. As a service provider, if you're looking at things, and you're trying to inform anyone of anything, consultant, whatever, if you're just saying this is it, this is the gold standard, they do not know what they're talking about, I cannot be more serious about that, because they will make assumptions about you and your brand. And that is something that could affect you that you're not gonna they're not gonna have to live with that performance you are, I would say, though, know what your costs are. And also, it's going to depend upon what stage you're in. So like, if you're early stage and you're launching a product, I would expect it to go ROAS I would expect your lowest to be ROAS especially the more competitive category is, beauty. And you're really trying to like push sales, I would expect 2.5, I would try to drive for that. Maybe even a you know, one-to-one, but you have to have significant amount of money to be able to build the momentum to get the impressions to get the clicks. So that's something you want to think about. And then over time, I would look for, for progress. Am I increasing my ROAS? Am I increasing my profitability? And, again, take your costs into consideration.

Brett Bohannon  28:40

Yeah, I agree. I think it's just whatever stage you're at whatever stage you want to be at, in a certain period of time. There's, you know, growth stage, build stage, you know, profitability stage, all those kinds of things. Just I like to create roadmaps, so like creating a roadmap of what it would look like, you know, saying, you know, depends, it's so hard to say this, this, this and this for all these questions, but I think some people might not like that, but it really just depends. Because it's like, Okay, give it three months in the growth stage where you're going to be a negative ROAS, as you know, are you not making money, losing money, but then build that back up, find out how much you lost, try to factor that into the profitability stage so you can make all your money back you know, it's just there are so many complexities and different scenarios that you know, that a product can do.

Michael Maher  29:34

If you're wanting to I'm giving a, I don't believe in secret sauce, but I am giving away maybe some secrets. I don't know. If you're wanting to look at like projections, look at like seasonality of keywords that you're going after, and based on that seasonality, you know, lineup what you're seeing other people do and then try and create benchmarks for that and then think okay, here's the target. I want to get to, here's what I'm getting on return on ad spend. Now, where do I want to get? And if I can build momentum here, could my ad spend, sorry, my ad sales to organic sales change? That will have an impact on as well, one more question. And then we're gonna go, it's from Bob. And Bob is thinking about this question. When you're first starting out, what are the most important aspects to look at for your listing?

Brett Bohannon  30:24

Um, that's a good question. I think it's, like I said, it's always the foundations. And Michael's doing forefinger. So of course, 

Michael Maher  30:34

There's four things. 

Brett Bohannon  30:36

Title?

Michael Maher  30:37

Yes. 

Brett Bohannon  30:37

Images?

Michael Maher  30:38

Yes. 

Brett Bohannon  30:39

Bullet points? 

Michael Maher  30:40

Nope. 

Brett Bohannon  30:41

Oh, no. Advertising?

Michael Maher  30:45

No, free listing. Reviews and price points. 

Brett Bohannon  30:51

I mean, let me just go with what I would say. But I would I call it the foundations. Make sure everything's solid, like do your first run of you know, keyword research. I've been using Data Dive, I think almost a lot of people in the space now I've been using Data Dive, but Data Dive get off get as much as you possibly can. Do your keyword research. Titles are the relevancy of titles are way more important than, any other aspect of your listing? So make sure your title is awesome. 

Michael Maher  31:28

*inaudible* SEO importance, and it's what people see most.

Brett Bohannon  31:30

Correct. As AB testing is everything too, imagery is everything, you're gonna hear a lot of different things where imagery is everything, contents, everything. They're both everything. It just depends on what category things, everything, everything is everything. It just depends on what category you're in. So it's like, you know, I said this on Twitter the other day. And it's basically like, content is great for us just give you an example, baby category, because you got moms that are searching, and they're reading everything for their babies, but imagery, and preciseness and very little amount of text is great for tools, because you got mostly men looking for tools, and they don't want to read everything. I don't I barely read the bullet points. So that's, that's, that's something that to consider. 

Michael Maher  31:30

And you'll have to make some generalizations in that standpoint. But again, the goal is for you to make revenue. I can think about it like that.

Brett Bohannon  32:16

Like that thing that I see a lot is, you know, search terms, I see a lot of big brands that actually don't put in search terms or have very little search terms. Yeah, that's interesting. wasted space, I think the big hot thing right now is using like, Spanish words in the search terms, things like that. So there's just a lot of opportunity to, to basically, rank and index for certain search terms, refresh those things, don't set them and forget them. You know, AB test like crazy. It's all data. Like, I think I think Michael and myself and some others in the industry can be like, well, this one, this is a really good start, you know, because we just know, but if you don't, it's, give it a start, see, you know, track your rankings with, you know, Helium 10, I think was one of the best trackers out there for keyword rankings and just see how it's gone. And then, then if you need to make changes, make changes. I always like to say, if you make changes, make sure you log those changes.

Michael Maher  33:25

Yeah. So you can go back and look, and yeah, and you can be like I made

Brett Bohannon  33:29

This change to this title on this specific, that's what we used to do back in the day, I think PickFu was like the only one that, well, you're able to do it like back in the day. But I used to just go on this date, I made this change. Here's the information we bought, here's the information after what happened, what was it better, was it worse, and then if it was better, boom, that's what that's what's gonna make it happen. And you know, Amazon made AB testing, because you can see it pretty, pretty easily.

Michael Maher  33:56

Everything on your listing is important. If you had to, if you had a place to focus on stuff, my in this order, my suggestion would be media assets, title, reviews, and then price point. And I say that because people are making really quick purchase decisions on Amazon. And if you're not engaging them and grabbing their attention, then they're not going to stay on your product detail page, they're going to go back the title is important because people want to see what they're searching for. And there's an SEO significance there. Because Amazon has the highest weight of those keywords. That's what they consider to be the most important and rank higher for SEO. And then reviews is trust. Like if you don't have trust with people, then it's gonna be really hard to get see I got the

Brett Bohannon  34:37

I got the mothers of all mothers here. None of that matters unless your product is good.

Michael Maher  34:43

There you go. All right. That was the best segue out of this because we're up we're out of time. Anyway, thank you, Brett for joining me. Thank you Michael for joining Brett. I just spoke for you. I'm sorry. If you want to find out more about what Brett's doing check him out @amazonwithbrett on Twitter. You can find me @michaeljmaher on Twitter. You can also find us on LinkedIn. I know my URL is immichaelmaher. What do you know what yours is? Do you have something specific?

Brett Bohannon  35:13

I don't know. I think it's got a bunch of numbers. 

Michael Maher  35:15

You should, you should change that. There's no other Brett Bohannon out there. Thank you guys for joining us and ladies, thank you both for joining us if there were ladies, there was Julie, I know that. Thanks for joining us. We'll be back next month. If you like this, we'll have you, I don't know share it with someone because that could be helpful to them. Leave a comment on YouTube and we'll make sure to use the content elsewhere but thanks for joining us everyone. We appreciate it. 

Brett Bohannon  35:43

Thanks guys.

Michael Maher  35:49

Yeah, oh, oh, oh. I wish I had a better fade out but I don't have anything